Victoria’s Secret Plans to Open Stores in the UK

Victoria’s Secret Plans to Open Stores in the UK

US lingerie mega-brand Victoria’s Secret has reconfirmed plans to open a flagship store in central London before rolling out stores in shopping centers across the UK.
The UK move is part of a global expansion plan by parent Limited Brands, which has also seen the company in discussions with Specialty Fashion Group as a partner in Australia, and a separate deal air side at Sydney International Airport where its first Down Under store is trading already.

Limited Brands, which also owns La Senza brand, will open a flagship in New Bond St, amidst luxury retailers like Louis Vuitton, Bally, Burberry and Mikimoto – higher grade neighbours than the chain is used to in most US shopping centre locations.

That store, a 16,500sqft site on the corner of New Bond St and Brook St was announced in June last year, originally slated for a 2012 opening. There was also talk of a store in Regent St, but this has not happened, perhaps due to skyrocketing rents in what has become a prime strip for promoting brands as much as achieving sales.

A roll-out will follow in shopping centres, with Westfield London and Westfield Stratford amongst likely targets.

Limited Brands executive Martyn Redgrave, in a webcast interview with WWD this week, said the planned mall-based stores will be “large box, A-mall-type units with full assortments”.

But he said the company accepted the stores would be in the UK, not the US, and “we have to learn”.

“That’s what we’re looking to do as we expand, in the UK in particular,” he said.

The US lingerie brand will open its first European store at Schiphol Airport in Amsterdam this Autumn before launching the outlets in London.

While its Dutch store will in fact only sell makeup, tights, t-shirts, and accessories, the flagship store on New Bond Street will be offering all lingerie collections.

Victoria’s Secret boasts over 1000 stores in the US, Canada and Middle East.

Lets hope they have better luck combating those who prefer to leave the store without paying.